High-End Brand Marketing in a Premium Market
Now Landing: Luxury Travel Goods, Luggage, & Accessories
Elegant strategies, a brand story told by a FixxeL writer, and content enhanced with a touch of sophistication for its discerning travelers gave this premium luxury travel goods brand just what it needed to navigate global fame with grace.
*Project shown is based on real client and results are copy-and-pasted, while this brand's name has been changed due to non-disclosure agreements in premiering agency portfolio; all work shown produced by current FixxeL personnel with demonstrated successes shown.
Overview
Fablanché Travel & Luggage started in mid-20th-century Europe with the hand-crafting of travel goods turned local company that, once word got around, took flight across the country. Long before the internet, before disco, before Y2K—all of which it triumphed past having taken luxury form with the decades—but nothing prepared Fablanché for the digital age of the 21st century. While some things never change, like the fine quality of a good product, keeping up with the times is a challenge, making no exception for the traditional.
Here's how a FixxeL content expert crafted tailored marketing strategies for a business steeped in rich history, blending visionary concepts with actionable tactics to develop a custom communications strategy. By leveraging audience targeting and expertise in digital advertising channels, they orchestrated a strategic rollout over three months. Being a luxury brand, Fablanché didn't want to slash their prices or show markdowns, and as it turned out successfully here, they didn't have to. Rather, they saw homage paid to their roots and original story—poised as an exceptional value to their customers, and content narratives that had a direct hand in increasing their revenue and standing in the world of e-commerce and beyond.
The Approach:
Brand Story
Southwestern Switzerland, 1942: Where the Rhône river rushes to meet the sloping Bernese Alps at Martigny, a symphony of deep teal is staccatoed by cottages and opportunity. Mr. Fablanché sews travel bags with great care. In the Rhône's breeze, his dream takes flight...
Reimagining the Product
The telling of Fablanché into their site, SKUs, and collection copy gave their merch a background - a reason - and a story to fall in love with. It bred the emotional investments into the various products via memorable stories to make connections and justify the financial ones.
Elevating the Brand
To epitomize what Fablanché stood for, what they want and didn't want to convey throughout their branding, and to embody what their target audience didn't know they wanted to hear, it took a specific skillset of branding, linguistics, high-income market knowledge, & strategy.
The Story >> (Read in new window.)
Examples and Demonstrations:
Copywriting & Communications: Reimagining the Product
Elevation by New Presentation Strategy
PRODUCT COPY
Before: Describes product with features.
This suitcase has high quality steel ball bearings built-in to the wheel housings, all carefully engineered to move 360-degrees all around, for the most movement options and the easiest movement while you travel. Has a double zipper that we've coated in rubber for water protection for your belongings. On sale for a limited time only! Lined interior. Multiple compartment system in 2 rows, 3 blocks for organizing clothes. Branded trim for a touch of style.
Before: Communicates product information and product benefits.
After: Delights the aristocracy.
On its 360° swiveling wheels, this suitcase glides effortlessly, ensuring each one of your journeys is traveled with finesse.
Travel assured your belongings are safe from water damage thanks to a double-slide zip with rubberized finish—zip open and be greeted by an elegantly lined interior offering you perfect organization.
Finished with our distinctive detailing, make more than just an arrival— make a statement—of timeless style and classic sophistication.
After: Accomplishes both in a brand voice that exudes product appeal.
A concise snippet of product copy with easy-to-understand bullet-point product features applied to each product description page (PDP) instead of long-winded copy—along with re-structuring to show icons and in clean-facing callouts for things like "free shipping" and their eccentric value propositions—elevated half of their website.
Not only does this affect product sales and buyability, but the copywriting, UX, and UI/design positively affects performance and organic rankings themselves. These combined with back-end keyword matching and updating page meta descriptions can have powerful impacts on SEO and search-engine crawlings and thus results end up higher-up on pages organically, resulting in even more sales.
Email Marketing Management:
Composing "Elegant" Strategies
From regularly cadenced campaigns to a host of creative auto-responders, we created and optimized a fleet of email marketing campaigns that increased Fablanché awareness and revenue, with results that spoke for themselves. I additionally innovated a UX for emails for Fablanché that used hands-on UI with captivating copywriting, color psychology, customer-intrigue psychology, and strong storytelling (The "customer UX hunt" for a snakeskin-patterned Expedition Collection, that had "slithered off" in the subject line. Spoiler: it turns up at your door.)
The Auto-Flows were three drip campaigns that included tracking, and optimizing. Notably, the two-send Abandoned Cart Flow did not use a price reduction method or discount code—usually a key flow using such an incentive—yet the only flow out of all with no offer, and ended up being the single most profitable of all flows. This was striking when compared side-by-side to its sister flow of twice the sends (four), all of which contained discount incentives. This goes to show the power of the matching language we used in its copywriting.
All efforts yielded just over $27k in email revenue in three months' time; this accounted for all emails sent in overall campaigns (both auto-flows and cadenced campaigns' sends combined). Proving a success for the high-end brand, so far, Fablanché has this set of lasting tools for growth that endures for longer-term success: an authored brand story, a copywriting language, and a communications code.
Sweeping seafoam-kissed shores embody the breezy essence of travel.
Luxury detailing ensures you make waves—from the airport to the boardwalk to the mountainside—travel in comfort & style with Fablanché.
Take a Ride on The Rhône: Styles Made from PC Lightweight as a Current's Breeze.
Google Display Ads - Featuring Creative Brief:
"Only They" Fablanché; An Exceptional Value
CONCEPT 1: "Only They, Fablanché"
Fablanché's rich history proves more than that they can stay in business for 72 years - an impressive feat that deserves the all recognition it gets -- but for their brand uniquely, it could speak volumes about their luxury element and niche, and specifically to their demographic. Our current Content Executive sniffed this out like a mouse on cheese and conveyed it beautifully - in just a few words - on what turned out to be one of Fablanché's flagship display advertisements.
CONCEPT 2: "Le RHôNE REINE"
For a luxury luggage collection inspired by the main river in southwestern Switzerland, the inspiration for this campaign was founded spiritually, within the inner self, and also from many of its SKUs' MSRP markdowns to a 2024 "priced to move". Selecting featured product based on riverside stories created by our Content Strategist, this case-study demonstration about the teal "Rhône" collection conveys what they strategized and wrote for the creative brief in what ended up being a very smooth-sailing campaign.
EXAMPLE:
Results:
Email Marketing:
"Welcome" Series, Send 1:
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Open rate: 53.2% (84/158)
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Click rate: 8.31% (18)
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Conversion rate: 6.3% ($3.68k)
"Welcome" Series, Send 2:
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Open rate: 38.2% (47/123)
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Click rate: 13% (16)
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Conversion rate: 0.8% ($212)
"Abandoned Cart" Series, Send 1:
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Open rate: 32.2% (19/59)
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Click rate: 13.6% (8)
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Conversion rate: 5.1% ($1.24k)
"Abandoned Cart" Series, Send 2:
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Open rate: 31.5% (17/54)
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Click rate: 7.4% (4)
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Conversion rate: 5.6% ($2.12k)
Benchmarking:
These campaigns were executed over April, May, and June 2024. The average marketing e-mail open rate for in e-commerce in 2024 has raised to a range of 15 to 21.33%, per Omnisend, or 17-28% according to Campaign Monitor by Marigold. For retail, the average jumps to the high end of that, at 29.55% according to Constant Contact, their average click rate showing 1.22% for retail in August 2024, or even 2.62% per MailChimp. To us, that goes to show the power of effective language, particularly when used strategically and effectively in best-practice subject lines (above-average open rates cross-board) and throughout the e-mail body.
Conversion-rate benchmarking. Klaviyo, another leading email service provider, shows an average CVR as 0.09% across all industries, 1.71% for auto-flows (a.k.a. "drip campaigns"), and 5.71% as an all-time high in all categories, ever. Mayple shows that range as very high comparatively, a vague 2-5%. Flowium confirms Klaviyo's 0.09%, with Book Your Data showing similarly at 1.33-1.59%.
Reimagined Products; Storytelling & Communications Strategy:
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Fablanche has an elevated About Us narrative on which to found and fortify a host of several other marketing stories and efforts in the future.
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They have a custom language written and developed to grow their brand and sales with unique personality, with specific rules and nuances to communicate their essence, ring in their target customer, and run sophisticated promotions without having to say the word "sale."
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The strategy also balanced out the language barrier between Swiss-owned and sometimes written communications that were being conveyed to the U.S.A. audiences, with slights in translation sometimes passing by. (Our FixxeL member randomly speaks some French.)
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In culture, with U.S. patriotism not necessarily being a strong brand trait with Swiss-based Fablanché, expert strategic communications recommended for Americana promotions, such as the Fourth of July, rather than the popularly seen red, white, and blue "Happy 4th of July! Collections 50% Off - on Sale for a Limited Time Only!" - using luxurious, brand-appropriate headlines, such as:
Celebrate With Sky-Lighting Value on Premium Collections.
FixxeL specializes in premium-brand marketing, luxury goods, and high-AOV/HHI marketing. Does your business need a boost or revelation to reach your next level?
Contact us to see how we can innovate for you and assist in growing your business!